REI promotes internal exec to VP of retail

REI promoted Rachel Ligtenberg from regional VP of retail to VP of retail, adding the task of retail operations to her current responsibilities of leading store design, visual merchandising and the co-op's flagship strategy.

Ligtenberg has been with REI for 25 years, starting as a sales associate in a Sacramento store. She moved on to become general manager of the Seattle flagship store for seven years before becoming director of visual merchandising, just prior to her most recent position.

"Rachel is an inspiring leader and advocate for change, always pushing REI and our employees to connect with our members in richer ways," said Jerry Stritzke, REI's president and CEO. "She leads by collaborating with her teams, and has the expertise and passion to help the co-op create engaging in-store experiences."

She is tasked with improving the REI retail experience through new store design concepts to showcase products, services and educational programs. Ligtenberg will continue to report to Tim Spangler, senior VP of retail.

Ligtenberg is also an active volunteer for nonprofit organizations focused on the outdoors, education, youth and women's leadership in the outdoor industry, including as a member of the Outdoor Industries Women's Coalition. Press Release